Global Pet Industry Sees Wave of Executive Appointments in September 2026
Executive Summary: September 2026 brought a cluster of senior leadership changes across the global pet industry, including new CEOs at PetMeds and Central Bark, expanded roles at Tractor Supply, and digital leadership appointments at Mars and Hill’s Pet Nutrition.
Key Facts
- Company
- Multiple (PetMeds, Central Bark, Tractor Supply, Hill’s, Mars, Swedencare, Pets at Home)
- Country
- US, UK, Sweden, Germany
- Industry
- Pet Industry
- Category
- Executive Leadership
- Event
- Cluster of Senior Appointments
- Date
- September 2026
- Location
- Global
- Source
- GlobalPETS
What Happened
GlobalPETS published two HR alert roundups on September 22, 2026, documenting an unusually dense cluster of executive appointments across the pet industry. The changes span online pharmacy, pet services franchise, rural retail, veterinary nutrition, and corporate digital strategy—suggesting that the industry is entering a phase of strategic repositioning as growth slows and competition intensifies.
Background
The pet industry has enjoyed years of rapid growth, but 2026 has brought signs of maturation. Same-store sales growth has decelerated, marketing costs have risen, and the premiumisation wave that lifted margins is now table stakes rather than a differentiator. Against this backdrop, companies are reshaping their leadership teams to emphasise digital transformation, operational efficiency, and customer development.
Industry Context
The appointments reveal three strategic themes. First, e-commerce and digital are now C-suite priorities: Mars created a new Chief Digital and Information Officer role for Pet Nutrition North America, and PetMeds hired a CEO with deep e-commerce experience. Second, pet health is becoming a cross-functional mandate: Tractor Supply expanded its CMO’s title to include Pet Health, reflecting the category’s growing contribution to overall sales. Third, international expansion remains a focus: Hill’s Pet Nutrition promoted a leader with Latin American experience to global customer development.
Market & Business Impact
For investors and analysts, the leadership shuffle signals that pet industry incumbents are preparing for a more competitive environment. Companies that can combine digital capabilities with veterinary credibility—such as Mars with its new CDIO and Hill’s with its expanded customer development team—are likely to outperform.
For smaller competitors and startups, the appointment of e-commerce veterans at established players means that digital-first challengers will face tougher competition. The window for pure-play online pet retailers may be closing as traditional brands close the digital gap.
Companies & Brands Involved
PetMeds (NASDAQ: PETS) is a leading online pet pharmacy in the US. Jeff Willard joins as CEO on September 28, bringing 25+ years of consumer and e-commerce leadership, most recently as CEO of Stewart-MacDonald.
Central Bark is a US pet services franchise with 45 locations. New CEO Jason Perras was previously CFO and helped deliver record Q2 revenue with 17% systemwide sales growth.
Tractor Supply (NASDAQ: TSCO) is the largest rural lifestyle retailer in the US. Neil Tenzer’s expanded role as SVP, CMO and Pet Health reflects the strategic importance of pet categories to the company’s growth.
Hill’s Pet Nutrition (Colgate-Palmolive) promoted Keith Wilkinson to SVP, Global Customer Development and appointed Carolyn Belloni as SVP, Customer Development, Hill’s US. Belloni previously managed partnerships with Chewy, Amazon, PetSmart, and Petco.
Mars Pet Nutrition named Varun Kakaria as Chief Digital and Information Officer for North America. Kakaria joins from Reckitt, where he served as CIO for North America.
Swedencare announced CEO Håkan Lagerberg’s departure after transforming the company from a small acquisition into a SEK 2.7 billion global animal health group.
Pets at Home appointed Phil Hackney as Supply Chain and Distribution Director. Hackney previously served as COO at The Very Group and Matalan.
Data & Evidence
- PetMeds: Jeff Willard joins as CEO, effective September 28, 2026
- Central Bark: Jason Perras promoted from CFO to CEO; Q2 systemwide sales +17%
- Tractor Supply: Neil Tenzer expanded to SVP, CMO and Pet Health
- Hill’s: Keith Wilkinson promoted to SVP, Global Customer Development; Carolyn Belloni appointed SVP, US Customer Development
- Mars: Varun Kakaria named CDIO for Pet Nutrition North America
- Swedencare: CEO Håkan Lagerberg announces departure; 12-month notice period
- Pets at Home: Phil Hackney appointed Supply Chain and Distribution Director; 451 stores, 8,913 colleagues
- Source: GlobalPETS HR Alert roundups, September 22, 2026
What This Means for the Pet Industry
The September 2026 leadership shuffle is more than a coincidence—it reflects a strategic inflection point. As the pet industry transitions from pandemic-era hypergrowth to a more mature, competitive landscape, companies are betting on leaders who can drive digital transformation, deepen customer relationships, and extract value from existing assets rather than simply riding demographic tailwinds. For the industry as a whole, this means more sophisticated competition, higher bar for digital capabilities, and a continued blurring of lines between pet care, health, and technology.
Key Takeaways
- PetMeds named Jeff Willard as CEO and President, effective September 28, 2026, replacing interim CEO Leslie Campbell.
- Central Bark promoted CFO Jason Perras to CEO, following a record-breaking Q2 with 17% systemwide sales growth.
- Tractor Supply expanded Neil Tenzer’s role to SVP, CMO and Pet Health, reflecting the strategic importance of the pet category.
- Hill’s Pet Nutrition promoted Keith Wilkinson to SVP of Global Customer Development and appointed Carolyn Belloni as SVP of US Customer Development.
- Mars named Varun Kakaria as Chief Digital and Information Officer for Pet Nutrition North America, signalling AI and data-driven priorities.
Frequently Asked Questions
Who is the new CEO of PetMeds?
Jeff Willard, former CEO of Stewart-MacDonald, joins as CEO and President on September 28, 2026.
What changes happened at Tractor Supply?
Neil Tenzer took over CMO responsibilities alongside his existing duties, with the new title SVP, CMO and Pet Health.
What does the Mars appointment signal?
Varun Kakaria’s appointment as Chief Digital and Information Officer for Pet Nutrition North America highlights Mars’s focus on AI, data, and digital transformation.
Which European companies made leadership changes?
Swedencare announced CEO Håkan Lagerberg’s departure after transforming the company into a SEK 2.7 billion global group. Leiber appointed Norman Loop as CCO.
Sources
- GlobalPETS — “HR alert (II): US pet industry sees fresh executive appointments”, September 22, 2026
- GlobalPETS — “HR alert (I): Swedencare, Leiber and Pets at Home reshuffle senior leadership”, September 22, 2026
